The more you read about UX , the more challenging it can be to distinguish which tips work and which don’t. Because sometimes the tips you find on the world wide web seem to contradict each other.
For example, have you ever heard someone say that as a website owner you should ask your users what they want? You’ve definitely heard that said.
Let me throw a grain of salt on that statement
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In UX lesson number 4, I show you why you can’t (always) trust the judgment of your website user.
UX design is not about asking people what they want
You may have heard of the so-called lean startup approach of “ build-measure-learn .” Good design is built on a foundation of research, right? So if you’re looking to get into UX design, you might be wondering: why can’t I just ask my customers directly what they want?
Simple: What people say in a controlled research environment rarely matches their behavior outside of that research environment. Predicting future behavior and even defining current problems can be difficult for clients. Perhaps certain issues have become so common that they remain unspoken.
Reading tip: Why it pays to give your online forms some love and attention
UX Design Pitfall: Not Asking Investigative Questions
A pitfall that many entrepreneurs fall into when asking customers what they want is not asking objective, investigative questions. Often the questioner ends up asking leading questions that sound more like a sales pitch for the products than a neutral investigation.
As an entrepreneur, you have started selling your ideas instead of listening to the unmet needs of the customer.
In the whole process of asking questions, your goal should be to clarify who your (potential) customer really is. The research is not intended to immediately offer a solution to the customer’s problem. You are researching, not selling.
The bottom line in UX design: listen to your customers, of course, but always remember that a customer rarely knows their own needs and behaviors. And even if they do, they will rarely be able to put what they are into words.
Photo source: Ale x Green via Pexels
But what if you still want to ask your customer for his opinion?
But suppose you still want to know from your customers what they think of the UX of your website or app. What should you do to get the best possible result? Tip 1 is simple: put the customer at ease by talking about light-hearted matters in the beginning.
As a UX designer (or website owner who has taken on the brave task of improving their UX), it’s important to know how to fill in the gaps in conversations and recognize a person’s comfort level. This all starts with a respectful tone of voice and making a strong connection early on so users feel heard and know you have their best interests at heart.
Small talk is a learned skill that helps fill in the gaps in the conversation. During this chit-chat, questions such as age, profession, and familiarity with the research topic are answered. Don’t be afraid to share something about yourself if you think it will spark discussion or make a user feel more comfortable.
Also read: Website tips & tricks that generate money immediately
Read the body language
Body language refers to the signals and cues that our body makes. These signals are important because they are strongly connected to what we are trying to communicate. Regardless of our emotional state, our brain is constantly filtering data received through our five senses. Whether we are seeking pleasure or safety, the data collected in our brain causes involuntary responses.
For good UX design, you need to look for those reactions to better understand people’s true feelings. Body language is often more honest than what people tell you. For example, it is known that during interviews, participants express their experiences more positively than they perceived them, so they don’t feel like failures or uncomfortable giving you negative feedback.
Mirroring can be used proactively to some extent, as it is a natural response. When you are having a difficult conversation, you should intentionally mirror a user’s body language. As the conversation progresses, switch to more open body language and see if the participant does the same. Physical postures can have a direct impact on our mental state, and if you have the participant mirror your open physical positions, they are more likely to be more open with their feedback.
The most important signals of body language
The most important body language signals are:
Open arms and legs: Your mindset is open to new ideas, which means you are more approachable and in a better mood.
Closed arms and legs: defensive and possibly closed-off state.
Stretched arms and legs: this expands your personal space or confirms your presence.
Leg positioning: Your legs like to point in the direction you want to move. For example, if your legs are crossed and pointing toward the door, chances are you don’t want to be where you are.
Head movements: Looking up can indicate that you are using your imagination and may be deceptive. Looking down can indicate that you are accessing your memory and may be more truthful.
Photo source: Eunice Lituañas on Unsplash
Observe micro-expressions
Microexpressions are the subtle ways your face reacts, sometimes voluntarily and sometimes not. An example of this is the natural crow’s feet that appear around your eyes when you smile. When it’s a genuine smile, those muscles around the eyes contract involuntarily. Being aware of different types of microexpressions and knowing how to use them in the right context gives you another advantage.
Not everyone behaves naturally during UX design research sessions. That’s because research is inherently unnatural, and people may feel obligated to tell or show you what they think you want to hear. By watching a participant’s microexpressions, you can ask appropriate follow-up questions to better understand how they use your product.
To get the most out of your customers’ micro-expressions, pair your observation skills with active listening skills. You’ll see hints of truth, deception, and reservation that can help you with follow-up questions.
The 5 Micro Expressions
There are many common microexpressions to look out for. While the interpretation of expressions is universal, facial emotions tend to change depending on the social context. The expressions in the list below are generic enough that almost everyone makes them. And if you pay close attention, these expressions will give you a clue when to dig deeper into a response:
Surprise: eyes wide open and mouth open. Something unexpected buy cryptocurrency database has happened and you need to figure out what it was, why it surprised them and what they were expecting.
Fear: Eyes wide open, mouth barely open, and front of hand wrinkled. They may feel like they have made a mistake and failed in some way. You will want to know why they feel this way and how you can ease this feeling.
Disgust: Teeth bared, nose wrinkled, eyes slightly closed. Whatever the participant said or did didn’t work as intended and they feel “offended.” Try to figure out why they feel this way, because the hurdle the customer encountered is probably a flaw in your UX design.
Happiness: broad smile, crow’s feet around the eyes and raised b2c lead cheeks. The product or topic at hand is clearly one that they feel good about. Investigate why they are so happy with what is happening and try to investigate the triggers of this reaction.
Contempt: Partial fake smile and squinting eyes. The participant does not trust what just happened or what you just said. Investigate where this distrust comes from and why it hits the participant so hard.
Related case: The ideal user experience and a new corporate identity for 365 Cleanit
Understand cultural influences
If your website or app is used globally, you will encounter situations where non-verbal cues from one culture do not apply to another. Something as simple as a thumbs up to show that everything is okay can be an offensive symbol in certain cultures. It is crucial for your UX design to realize this.
Research different social norms and the background of each country your website will be used in. You want to know how authority is perceived, how gender roles differ, how foreigners are viewed, and what topics or gestures are a sign of respect or disrespect.
